Yellow Submarine MRI - Why Fun Matters in Product Development

Source: https://www.wte.net/Blog/February-2023/Yellow-Submarine-MRI-Why-Fun-Matters-in-Product-Development
Date: February 2023
Author: Martin W Smith

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Introduction

The author argues that fun and play represent underutilized marketing approaches across most industries, particularly in healthcare. He presents compelling case studies where humor drove significant business success.

Case Studies

Boxable: The company's playful marketing videos featuring an unfolding tiny home generated over 100,000 people on their waiting list despite the product's inherent appeal.

Dollar Shave Club: Their irreverent advertising campaign disrupted the razor market, generating over $100 million in revenue despite product quality concerns.

Humor & Fun's Perception Problem

Healthcare organizations typically avoid fun-based marketing because they believe it undermines the seriousness of medical care. The author, a cancer survivor, counters this perspective, arguing that "fun, play, and humor are the best and least expensive medicine."

He suggests CMOs fear humor's inconsistency and potential to offend. However, the real risk lies in irrelevance through blandness in crowded markets.

Improv-Based Marketing Approach

Rather than rigid procedures, the author recommends applying improv rules to marketing campaigns, including: saying "yes, and," adding new information, maintaining present-moment focus, and establishing clear context.

The Yellow Submarine MRI Example

The creative MRI design transforms a potentially frightening medical procedure into an exciting experience for children by applying improv principles—specifically, taking choices "to the nth degree" to create something playful rather than sterile.

Call to Action

The author invites discussion about why marketing teams avoid humor-based approaches, providing contact information for responses.